Contents:

Scope and Themes What you need to know Definition Sources Consumer survey data Consumer Expenditure Survey Advertising Abbreviations and terms Abbreviations Terms Executive Summary Hispanic expenditure on personal care The Hispanic personal care consumer Retail preferences Haircare Soaps and body wash Face, hand and body lotions, and mosturizers Deodorants and anti-perspirants Sun protection/blockers and tanners Oral hygiene products Feminine products Shaving and hair removal Children’s personal care products Marketing strategies U.S. Hispanic population Demographics Acculturation Insights and Opportunities Facebook’s ‘Tu Pantene’ takes Hispanics virtually serious Not the “Me culture” but the Hispanic “We culture” A mixture of humor, celebrity and fear of dentists Inspire Insights Trend: “Trading up, trading down, trading over” Hispanic Expenditure on Personal Care Key points Category expenditures Figure 1: Total U.S. expenditures by Hispanic consumer units for personal care products and services, at current prices, 2005-10 Figure 2: Total U.S. expenditures by Hispanic consumer units for personal care products and services, by year, at current prices, 2005-10 Expenditure on personal care categories Figure 3: Indexed average expenditures for personal care products/services, by Hispanic and non-Hispanics, 2009 Figure 4: Hispanic expenditures on personal care, 2004-09 Figure 5: Non-Hispanic expenditures on personal care in units, 2004-09 The Hispanic Personal Care Consumer Key points Attitudes toward personal care products Most Hispanics want to see bilingual packaging Figure 6: Usage of personal care products, by language in which survey was taken, August 2010 Both Hispanic men and women are interested in products designed for Latinos Figure 7: Usage of personal care products, by gender, August 2010 Likelihood of purchasing multifunctional products Lower-income Hispanics are more willing to use multifunctional products Figure 8: Likelihood of purchasing multifunctional personal care products, by household income, August 2010 Spanish-dominants most interested in trying multifunctional products Figure 9: Likelihood of purchasing multifunctional personal care products, by language spoken in the home, August 2010 Retail Preferences Key points Retail preferences of the Hispanic consumer Walmart is the preferred retailer for Hispanics, especially for lower-income households Figure 10: Type of retailer where Hispanics purchase personal care products, by household income, August 2010 Spanish-dominants most likely to shop at Walmart Figure 11: Type of retailer where Hispanics purchase personal care products, by language spoken in the home, August 2010 Haircare Key points Usage Overview of usage of haircare products Hispanics the most likely to use hair styling creams, gels and lotions Figure 12: Usage of haircare products by race/Hispanic origin, April 2009-June 2010 Spanish-dominants most likely to use hair styling creams, gels, and lotions Figure 13: Haircare product usage, by language preference when reading, April 2009-June 2010 Puerto Ricans most likely to use at-home conditioner treatments Figure 14: Usage of haircare products, by heritage, April 2009-June 2010 Usage of hair styling gels Figure 15: Type of hair styling gels/creams/lotions used and usage in the last seven days, by race/Hispanic origin, April 2009-June 2010 Hispanics use hair coloring products at high level of frequency Figure 16: Type of hair coloring products used and usage in the past 12 months, by race/Hispanic origin, April 2009-June 2010 Changes in purchasing behavior, store brands and name brands Hispanics not willing to sacrifice their haircare despite the expense Figure 17: Changes in purchasing behavior of personal care products by Hispanics, by household income, August 2010 English-dominants are more likely to buy store brands Figure 18: Changes in purchasing behavior of personal care products by Hispanics, by language spoken in the home, August 2010 Brand preferences Head & Shoulders shampoo comes out ahead Figure 19: Shampoo brand usage by race/Hispanic origin, April 2009-June 2010 Pantene’s hair conditioner/treatment wins with Hispanics Figure 20: Conditioner/treatment brand usage by race/Hispanic origin, April 2009-June 2010 Consumer belief in product claims Hispanic females more likely to believe product claims Figure 21: Belief in claims of personal care products, by gender, August 2010 Spanish-dominants are more likely to believe product claims Figure 22: Belief in claims of personal care products, by language in which survey was taken, August 2010 Soaps and Body Wash Key points Usage of soaps and body washes Hispanics are more likely to use traditional soap bar Figure 23: Household usage of bar soap, liquid hand soap, and body wash, by race/Hispanic origin, April 2009-June 2010 English-dominants more likely to use liquid soap and body wash Figure 24: Hispanic household usage of bar soap, liquid hand soap, and body wash, by language spoken in the home, April 2009-June 2010 Changes in purchasing behavior, store brands vs. name brands Lower- and middle-income Hispanics are sticking to same name brand soap/shower gel Figure 25: Changes in purchasing behavior of body soap/shower gel and hand soap by Hispanics, by household income, August 2010 English-dominant Hispanics more likely to seek value over brand names Figure 26: Changes in purchasing behavior of body soap/shower gel and hand soap by Hispanics, by language spoken in the home, August 2010 Brand preferences Hispanics are more likely to use brands like Dove and Zest soap bars Figure 27: Bar soap brands used by households, by race/Hispanic origin, April 2009-June 2010 Hispanics prefer well-known brand of liquid hand soap vs. store brands Figure 28: Brands of liquid hand soap used by households, by race/Hispanic origin, April 2009-June 2010 Hispanics are the most likely to use Dove body wash Figure 29: Brands of body wash used by households, by race/Hispanic origin, April 2009-June 2010 Face, Hand, and Body Lotions, and Moisturizers Key points Usage of face, hand, and body lotions and moisturizers Hispanics are among the most frequent users of moisturizers/creams/lotions Figure 30: Usage and frequency of moisturizers/creams/lotions, by race/Hispanic origin, April 2009-June 2010 Hispanics’ youthful population is reflected in the high preference for facial cleansing/medicated products/toners Figure 31: Usage and type of facial cleansing/medicated products/toners used, by race/Hispanic origin, April 2009-June 2010 Changes in purchasing behavior, store brands vs. name brands Hispanic women are less willing to switch from name brand products for hand and body lotion Figure 32: Changes in purchasing behavior of body and hand lotion, by gender and household income, August 2010 English-dominants are more likely than Spanish-dominants to seek value Figure 33: Changes in purchasing behavior of body and hand lotion by Hispanics, by language spoken in the home, August 2010 Spanish-dominants are the most loyal to their name brand face products Figure 34: Changes in purchasing behavior of facial cleansers, moisturizers, and acne products by Hispanics, by language spoken in the home, August 2010 Figure 35: Aveeno clear complexion, acne care Spanish-language print ad, 2007 Brand preferences Hispanics are the most likely to use brands like Avon and Nivea Figure 36: Brands of moisturizers/creams/lotions used, by race/Hispanic origin, April 2009-June 2010 Lower-income Hispanics slightly more likely to purchase name brand products Figure 37: Brands of moisturizers/creams/lotions used by Hispanics, by household income, April 2009-June 2010 Pond’s brand is more popular with Spanish-dominant Hispanics Figure 38: Brands of moisturizers/creams/lotions used by Hispanics, by language spoken in the home, April 2009-June 2010 Consumer belief in product claims Hispanic women are more likely to believe face or body lotion claims Figure 39: Belief in claims of face and body lotion, by gender, August 2010 Hispanics’ belief in product claims drops as they age, peaking again in middle age Figure 40: Belief in claims of face and body lotion, by age, August 2010 Less acculturated Hispanics are more likely to believe lotion and cream product claims Figure 41: Belief in claims of face and body lotions, by language in which survey was taken, August 2010 Deodorants and Anti-perspirants Key points Usage Figure 42: Usage and frequency of deodorants and anti-perspirants, by race/Hispanic origin, April 2009-June 2010 Changes in purchasing behavior, store brands vs. name brands High-income Hispanics tend to be less brand loyal Figure 43: Changes in purchasing behavior of deodorants and anti-perspirants by Hispanics, by household income, August 2010 Spanish-dominants are more likely to purchase name brand deodorants Figure 44: Changes in purchasing behavior of deodorants and anti-perspirants by Hispanics, by language spoken in the home, August 2010 Brand preferences Hispanics are the most likely to use Axe deodorant Figure 45: Brands of deodorants and anti-perspirants used, by race/Hispanic origin, April 2009-June 2010 Latinas prefer Secret, younger males prefer Axe Figure 46: Brands of deodorants and anti-perspirants used by Hispanics, by age and gender, April 2009-June 2010 Sun Protection/Blockers and Tanners Key points Usage Figure 47: Usage of and type of sun protector/blockers and tanners of sun protectors/blockers used, by race/Hispanic origin, April 2009-June 2010 Changes in purchasing behavior, store brands vs. name brands Lower-income Hispanics most likely to stick to their favorite brand sun blocker Figure 48: Changes in purchasing behavior of sun protectors/blockers and tanners by Hispanics, by household income, August 2010 Spanish-dominants are switching to less expensive name brand sun protectors Figure 49: Changes in purchasing behavior of sun protectors/blockers and tanners by Hispanics, by language spoken in the home, August 2010 Brand preferences Hispanics most likely to use Coppertone, Banana Boat and Aveeno Figure 50: Brands of suntan/sunscreen, after sun, and sunless tanning products used, by race/Hispanic origin, April 2009-June 2010 Figure 51: Coppertone tanning lotion, Spanish-language print ad Figure 52: Brands of suntan/sunscreen, after sun, and sunless tanning products used by Hispanics, by language spoken in the home, April 2009-June 2010 Oral Hygiene Products Key points Usage Hispanics are among the most likely to consume toothpaste Figure 53: Usage of toothpaste, mouthwash/dental rinse, and tooth whiteners, by race/Hispanic origin, April 2009-June 2010 Hispanics and Blacks demonstrate the highest frequency of teeth brushing and usage of dental rinses Figure 54: Frequency of usage of toothpaste, mouthwash/dental rinse, and tooth whiteners, by race/Hispanic origin, April 2009-June 2010 Changes in purchasing behavior, name brands vs. store brands Hispanics’ brand loyalty to oral hygiene products not affected by household income Figure 55: Changes in purchasing behavior for toothpaste/mouthwash by Hispanics, by household income, August 2010 Spanish-dominants stick more to their favorite brand of toothpaste and mouthwash Figure 56: Changes in purchasing behavior of toothpaste/mouthwash by Hispanics, by language spoken in the home, August 2010 Toothpaste Brand preferences Hispanics most likely to use Colgate Figure 57: Brands of toothpaste used, by race/Hispanic origin, April 2009-June 2010 Figure 58: Brands of toothpaste used by Hispanics, by language spoken in the home, April 2009-June 2010 Frequency of toothpaste usage by Hispanics Figure 59: Frequency of toothpaste usage by Hispanics, by language spoken in the home, April 2009-June 2010 Mouthwash/dental rinse Brand preferences Hispanics are the least likely to use store brand mouthwashes Figure 60: Brands of mouthwash/dental rinse used, by race/Hispanic origin, April 2009-June 2010 Spanish-dominants are frequent users of mouthwash/dental rinse Figure 61: Frequency of mouthwash/dental rinse usage by Hispanics, by language spoken in the home, April 2009-June 2010 Consumer belief in product claims Latinas are more likely than Latinos to believe teeth-whitening claims Figure 62: Belief in claims of teeth whiteners, by gender, August 2010 Younger Hispanics most likely to believe whitening claims Figure 63: Belief in claims of teeth whiteners, by age, August 2010 English-dominants are more skeptical of products’ teeth-whitening claims Figure 64: Belief in claims of teeth whiteners, by language in which survey was taken, August 2010 Feminine Products Key points Usage Hispanic women are more likely to use sanitary pads and pantiliners Figure 65: Usage of pantiliners/shields, sanitary pads and napkins, and tampons, by race/Hispanic origin, April 2009-June 2010 Spanish-dominants are the least likely to use tampons Figure 66: Usage of pantiliners/shields, sanitary pads and napkins, and tampons by Hispanics, by language spoken in the home, April 2009-June 2010 Brand preferences—Pantiliners/shields Hispanics are extremely loyal to brand names, preferring Always Figure 67: Brands of pantiliners/shields used, by race/Hispanic origin, April 2009-June 2010 Figure 68: Always thin pantiliners with bilingual packaging Brand preferences—Sanitary pads and napkins Hispanics are the most likely to prefer Kotex sanitary pads Figure 69: Brands of sanitary pads and napkins used, by race/Hispanic origin, April 2009-June 2010 Brand preferences—Tampons Hispanics are the most likely to use Tampax tampons Figure 70: Brands of tampons used, by race/Hispanic origin, April 2009-June 2010 Tampons, assimilation and cultural background Shaving and Hair Removal Key points Use of shaving products Hispanics are the most likely to use shaving products Figure 71: Usage of shaving products, by race/Hispanic origin, April 2009-June 2010 Hispanics have a higher shaving frequency Figure 72: Frequency of use of disposable razors/shavers and razor blades for nondisposable shavers, by race/Hispanic origin, April 2009-June 2010 Changes in purchasing behavior, name brands vs. store brands Lower- and middle-income households are more loyal to name brand products Figure 73: Changes in purchasing behavior of shaving supplies and razors/creams by Hispanics, by household income, August 2010 English-dominants experiment with various name brands, Spanish-dominants are brand loyal Figure 74: Changes in purchasing behavior for shaving supplies and razors/creams by Hispanics, by language spoken in the home, August 2010 Brand preferences Gillette comes out ahead among Hispanics Figure 75: Brands of disposable razors/shavers used, by race/Hispanic origin, April 2009-June 2010 Gillette brand loyalty carries over into razor blades (for nondisposable shavers) Figure 76: Brands of razor blades (for nondisposable shavers) used, by race/Hispanic origin, April 2009-June 2010 Norelco and Conair are the preferred electric/battery shavers among Hispanics Figure 77: Brands of electric/battery shavers used, by race/Hispanic origin, April 2009-June 2010 Figure 78: Conair hair removal packaging with Hispanic model, 2010 Colgate and Gillette’s brand loyalty among Hispanics are seen in the shaving cream or gel category Figure 79: Brands of shaving cream or gel used, by race/Hispanic origin, April 2009-June 2010 Children’s Personal Care Products Key points Usage of children’s personal care products Hispanic households are the most likely to use baby shampoos and lotions Figure 80: Household usage of baby oil and baby lotion, baby wash and bath products, and baby/children’s shampoo, by race/Hispanic origin, April 2009-June 2010 Language not a factor in usage, but bilingual packaging is recommended Figure 81: Hispanic household usage of baby oil and baby lotion, baby wash and bath products, and baby/children’s shampoo, by language spoken in the home, April 2009-June 2010 Changes in purchasing behavior, name brands vs. store brands Even lower-income households are sticking to name brands products for children Figure 82: Hispanics’ changes in purchasing behavior for products designed for children, such as baby shampoos or baby lotion, by household income, August 2010 Spanish-dominants are more likely to continue using brand products for children Figure 83: Hispanics’ changes in purchasing behavior of products designed for children, such as baby shampoos or baby lotion, by language spoken in the home, August 2010 Brand preferences Hispanics are the most likely to use Aveeno Baby Lotion Figure 84: Brand of baby oil and baby lotion purchased by households, by race/Hispanic origin, April 2009-June 2010 Asians and Hispanics prefer Aveeno baby wash and bath products

Companies Mentioned

- Avon - Colgate-Palmolive Company - Hispanic Dental Association - Johnson & Johnson - Kmart Corporation - L'Oreal SA - National Association of Chain Drug Stores (NACDS) - Olay Company, Inc. - Personal Care Products Council - Playtex Products Inc - Procter & Gamble USA - Professional Beauty Association (PBA) - Revlon USA - U.S. Bureau of Labor Statistics - Unilever USA - Walmart Stores (USA)